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The Value of A Hashtag – Social Media Monitoring & Listening

Companies use social listening to develop insights on product features that could add value and increase market share through better pricing, to identify which features of existing products are less important to consumers and thus suitable for elimination or modification to optimize costs. With social monitoring you don’t have to ask people what they want, as that can lead to skewed answers, misinformation, and potentially failed products or campaigns. If you want to know what clients want - just listen to their conversations, understand what that means to you and use these insights to figure out what the clients need. The social monitoring masterclass will be structured around the 3 key components of a digital conversation: Listening and monitoring, interpreting for your organisation and responding accordingly.

Turning 'Theory' into 'Practice'?

This intensive 1-day course is designed specifically to assist managers and staff with marketing and communications responsibilities to recognise and interpret both analytical data and organic trends on social media, so that they may understand the true value of their social media activity, and the return on investment it presents to the company. Attendees will not only be shown an array of internal and third-party tools that present key metrics, but will have the opportunity use these tools against their own data in order to start the process of evaluating performance in real time. They will also have the opportunity to learn from valuable case studies highlighted by the presenter, as well as the experiences of fellow participants

Who should attend?

• Senior marketing managers • Marketing Directors • CEOs • CMOs • Head of Digital Marketing • Digital marketing managers • Social media managers • Research and development managers • Head of communications

Key areas to be covered in the programme and documentation

The current social media landscape
• How different social media platforms interact with one another
• The key demographics that exist on each platform
• How success is typically attained from platform to platform
• Likely trends to come about in social media in the near future
• Discussion: What platforms does everyone use, what are your strengths
and weaknesses?
Case study: A company that changed platforms used in order
to generate more business. This illustrates the importance of choosing
platforms that align with your business goals

Key metrics and data used to measure success
• An explanation of key terms including impressions, engagement, reach
and conversions
• Evaluating the true value of metrics against business goals
Discussion: Challenges faced in reporting on social media activity,
particular at a senior/board level

Tools and platforms to view and interpret metrics
• Review of analytical tools available internally on social platforms
• Introduction to available third-party platforms that provide additional
insights into data
• Best practice for manual analysis and tracking
Activity: Identify strengths and weaknesses of profiles based
on analytical data. This activity will give attendees the opportunity
to try out tools on real live data that is relevant to their businesses

Interpreting qualitative data
• Understanding the true value of qualitative data
• Identifying how to obtain qualitative data, and best practice
for highlighting significant trends through this data
• Evaluating the relationship between qualitative and quantitative data
Case study: Digesting feedback at a major public event. This illustrates
the value of using qualitative data to show not just volume
of engagement but also the sentiment of it

Assessing the impact of paid activity
• Summarising the key paid tools that exist in social media, with a particular
focus on the Facebook Ads Manager & Power Editor platforms
• Identifying metrics unique to paid activity
• Evaluation of the relationship between paid activity and the impact it has
on organic growth
Case Study: Transitioning from paid print media to social media
and reviewing the impact

Enhancing engagement through real-time monitoring
• The challenges faced without the use of real-time monitoring
• Introduction to tools to help facilitate the monitoring of activity on social
media relating to your organisation
• Best practice on how to manage the monitoring process
• Best practice on managing customer engagement and response protocols
• Monitoring and assessing activity during crisis periods
Case Study: Royal Dutch Airline and their investing in social
monitoring following the European ash cloud crisis.

Compiling reports and demonstrating return on investment
• Collating data in a single portal
• Identifying which metrics to present, and how best to present them
• Interpreting social media metrics to assist in demonstrating ROI to parties
not familiar with digital marketing concepts
Activity: Creating a report on a recent campaign. An opportunity
to put into practice the skills covered in the session in a meaningful
and relevant way

Influencing strategic change and adapting strategies
• Reviewing social media reports over time to identify long term trends
• Assessing the impact of A/B testing on social media
• Identifying the significance of data results, and when they should be used
to affect change in activity
• Assessing the impact of campaign strategy changes
Case Study: A business that underwent a fundamental strategic shift
off the back of social media activity and reporting
Discussion: What areas of your business could benefit from insights
from social media activity?

Benefits to you

• Understanding the nature of social media engagements, and the potential opportunities that can be extracted from an active social media campaign
• Identifying the differences between key metrics and the follow-on impact it can have on business development
• Learning how to utilise qualitative data to illustrate and enhance the impact of quantitative reports
• Using data to influence and adapt social media strategies
• Factoring data into impact assessments
• Developing confidence in accurately reporting the impact and results of social media activity to parties operating outside of marketing & communications

Companies already benefiting include:

Duration of Course

1 Day Course

Course details

2019 dates to be announced, London, UK, PT3735

Other relevant courses include:
  Designing and Managing Best in Class Digital Customer Experience
  Consultancy Skills for Analysts
  Enhance Brand Experiences to Win and Retain Market Share
  Account Based Marketing. Aligning marketing with sales to expand your business within strategic accounts and deliver long term customer value


Looking to train larger teams in this subject?

dzingim@marcusevansuk.comTailored in-house/in-company training courses and bespoke strategy workshops designed and delivered on-site throughout Europe according to your specific requirements.

All management, personal development and project management public courses featured in our Course Directory are also delivered on an In-Company basis.

Click Here for information on how this course can be delivered for you as an In-Company Training Solution


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"This course will allow my company to develop its existing strategies to a much greater and hopefully profitable level."

Managing Director, Tarmac